Which of the following types of organizations do NOT conduct marketing research?
a. Producers of products and services
b. Non-profit organizations
c. Advertising agencies
d. Marketing research companies
e. All of these are correct.
Question 2Careful cooks, down-home stokers, and functional feeders are all examples of
a. geopsychographic segmentation c. psychousage segmentation
b. lifestyle segmentation d. benefit segmentation
Question 3A large marketing research firm has a focus on the energy industry. It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm. It is said that this research firm is engaging in what kind of marketing research?
a. Specific
b. Syndicated
c. Commissioned
d. Focused
e. Private
Question 4As marketing manager for a large company that publishes magazines, you have been put in charge of positioning a new magazine for woopies, or well-off older people. You research the market and make a recommendation to segment on the basis of some VALS information that you collected. You are about to use
a. usage pattern segmentation. c. geodemographic segmentation.
b. demographic segmentation. d. psychographic segmentation.
Question 5Which of the following skills are needed as a senior-level marketing researcher?
a. Statistical
b. Financial
c. Planning
d. Verbal communication
e. All of these are correct.
Question 6A market niche is
a. a competitive position that has little profitability for a firm.
b. a relatively small group of consumers who have a unique set of needs and who typically are willing to pay a premium price to a firm that specializes in meeting those needs.
c. a market segment that a firm stole from a key competitor.
d. a market strategy that positions the firm's brand as close to the market leader as possible.
Question 7An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company.
a. customers
b. the industry
c. competitors
d. All of these are correct.
e. Both a and c
Question 8Segmentation used in selecting target markets that includes basic descriptors such as age, gender, and income is known as ____ segmentation.
a. psychographic c. geographic
b. behavioral d. demographic
Question 9Which of the following skills are NOT needed in marketing research?
a. Analytical
b. Production management
c. Communications
d. Human relations
e. Statistical
Quick Reply
